There is joy at DDB in Zollikerberg: Cash has arrivedIn December last year, DDB Zurich won the prestigious mandate of the business newspaper Cash in a competitive presentation. The first results of the communicative realignment can now be seen. In terms of content, the B12 posters and advertisements continue to address economic and social issues - but in a completely new take on a classic image-text presentation. "Topics that are moving are implemented in a moving way," says CD Patrick Lienert and specifies: "Visuals that become visual stoppers through a simple alienation and, together with the text, convey an entertaining message." In line with the reader profile with a focus on young leaders, humor also plays a significant role. The subjects with the alienated visuals are developed throughout the year in sync with the current news situation. DDB emphasizes the fact that Cash now only wants to concentrate on economic topics with the claim "Economy in plain language". page 10

Barbara Bürgy has been a member of the management team at Freiburghaus und Partner since DecemberHead of the week "The overall concept must offer the customer target-oriented measures".
Barbara Bürgy, who has been a member of the management team at Freiburghaus und Partner AG in Bern since December of last year, says that she sometimes drives to the old parking lot out of habit. Born in Fribourg, she previously worked for four years at the advertising agency Contexta, whose offices are located just a few meters up the Aare on Bern's advertising mile.
For Barbara Bürgy, the offer to join the management of Freiburghaus und Partner AG, formerly Freiburghaus und Banderini, was a unique opportunity. She is convinced that she will be able to play an increasingly influential role in a young agency with a good reputation. Incidentally, Bürgy recently passed one of the best advertising manager exams.
She had already been fascinated by the communications industry during her time at business school, although she also had her sights set on studying law at the time. However, Barbara Bürgy started her real professional life at UBS.
But instead of going into banking, she discovered her penchant for communications at UBS in a newly created coordination position for PR and marketing. What Barbara Bürgy finds exciting about advertising is the influencing aspect and the image-building component.
Nevertheless, the 30-year-old communications specialist finds it somewhat difficult to imagine remaining in the communications industry for the next thirty years. She says with a smile that it's quite possible that she'll go on to study in her old age.
But for now, Barbara Bürgy is fully committed to the agency's clients and has set her sights on continuity as a short-term goal. She wants to be able to strategically implement the creative and unconventional ideas of the employees in such a way that the client's point of view and the goal of the assignment are always taken into account. There is no point in having a great idea that then gets lost in the implementation. The overall concept must offer the customer goal-oriented measures.
That is why she attaches particular importance to strategic planning and the corresponding concept development. This is where she sees an important task for the agency's team of consultants. And last but not least, Barbara Bürgy is also looking forward to the challenge that comes with managing an SME. Her concern as a "co-entrepreneur" is to anchor the Freiburghaus und Partner brand in the market of the qualitatively leading Swiss advertising agencies. Anita Vaucher

Muse & Musse Patrick Lienert
What was the last cultural event you attended?
Patrick Lienert: A modern dance theater in the Schiffbau. To impress my companion.
What are you reading right now?
Lienert: "Calvin & Hobbes", Volume 6 To fall asleep with a smile.
Which CD do you currently prefer to listen to?
Lienert: Portishead, "Dummy". A classic.
Which movie would you most like to see again?
Lienert: "Stalker" by Tarkowski. Irritating Russian poetry.
What TV show did you fall asleep during the other night?
Lienert: I won't need the TV again until the World Cup.
What is your latest discovery on the Internet?
Lienert: www.yahoo/games/chess. Online chess with addictive potential.
What could you never do without?
Lienert: To the wind.
Love is...?
Lienert: ...the engine.

Two out-of-home advertisers reach agreement on poster research studyBy Markus Knöpfli Thanks to the mediation of the Swiss Advertisers Association (SWA), poster research is now making progress again. A pilot study, which had been put on hold for four months due to a dispute between Allgemeiner Plakatgesellschaft (APG) and Clear Cannel Plakanda (CCP), will soon be commissioned.
"No point remained unresolved in the settlement of differences between APG CEO Christian Kauter and CCP CEO Beat Roeschlin. This is a milestone," said the visibly relieved SWA Director Fredi Schwab on January 23. However, he later added: "We put a lot of pressure on the two outdoor advertisers."
This is also clear from the SWA communiqué, which already gave the two out-of-home advertisers two figures in the first sentence: The "weighty out-of-home advertising market" turns over 550 million francs per year, which corresponds to 10.5 percent of the total advertising market. The hint with the fence post can be interpreted as follows: Posters, as one of the most important advertising media, should finally present an industry standard for measuring quality and not get lost in petty squabbles.
Ironically, CCP and APG added weight to this statement by publishing their net sales increases for the previous year just one and two days earlier respectively: APG achieved CHF 254.4 million (up 2.2 percent), CCP grew by 8.2 percent. Shortly afterwards, Mediafocus went one better with its gross sales for 2001: Plakat grew by 4.1 percent (see also page 19) and was one of the few winners last year along with TV.
Against this background, the impatience of advertising clients is understandable, especially as they still have to work with basic data from the 1980s when planning posters.
600,000 francs for the first study via satellite
According to SWA Director Fredi Schwab, who played a key role in settling the dispute, APG and CCP have now given the go-ahead for a pilot project in Winterthur, which was originally due to start last fall, and have provided a total of CHF 600,000 for it. The aim of the project is to use satellite technology (Geographical Positioning System, GPS) to collect mobility data from the population in order to determine the contact opportunities of poster sites and their impact as a network. Specifically, this involves equipping a representative number of people with a GPS device on a voluntary basis for a certain period of time. Their route is then transferred to a map and can thus be compared with the locations and orientations of the poster sites. From this, frequencies and thus also performance values can be derived.
Another consequence of the agreement: Martial Pasquier, professor at the University of Bern, who has headed a research group with equal representation from the two outdoor advertisers for the past two years (see box), has resumed his role. He had suspended it in December due to the dispute between APG and CCP. There were no details about the differences. Schwab only said that topics such as cost allocation, rights and publication of future data were discussed.
As Pasquier explained to WerbeWoche, suitable GPS devices must now be evaluated and ordered. Around 50 devices will be needed for the pilot project in Winterthur, which will run for around a week in May or June. The first results should be available by September at the latest. Only then will it be possible to say whether this method can provide sufficient information about the contact chances of poster sites. One thing is certain, however: the project is attracting a great deal of interest in Europe and overseas. A delay would have embarrassed Swiss out-of-home advertisers in front of the whole world and wasted an opportunity.
APG CEO Christian Kauter was "very happy" about the agreement. Without uniform performance values, the poster medium could "lose credibility" in the long term and would have to reckon with a loss of image, he said. CCP CEO Beat Roeschlin stated that he did not wish to comment.
To ensure that the agreement was not jeopardized and the Winterthur pilot project was not delayed again, the advertising clients took precautions: The project team was given the support of a team of future data users; in addition, a specially expanded SWA specialist team is monitoring the progress of the project.
The teams

Project team: Head: Martial Pasquier, Input, University of Bern; APG: Rolf Chiarini, Christof Hotz; CCP: Beat Roeschlin, Regula Broger
Advisory group: Ueli Custer, specialized journalist, IGEM; Stephan Küng, Initiative Media Switzerland AG; one SWA representative (not yet determined) Extended expert team, SWA: Georg E. Müller, GE Capital Bank (Chair); Dirk Boventer, JT International AG; Franziska Gsell, Feldschlösschen Getränke AG; Tilman Hengevoss, Zurich Switzerland; Stephan Küng, Initiative Media Switzerland AG; Benno Marbach, Coca-Cola AG; Walter Merz, BSW; Jürgen Pick, BAT (Suisse) SA; Urs Schneider, IGMA, Mediaschneider; Fritz Zimmermann, SBB AG

Daily newspapers suffered the most painful losses in 2001Bruno Amstutz Media Focus recorded less drastic falls in gross advertising expenditure in December than in November. The annual result was therefore not quite as miserable as feared.
The clouds cleared a little in December, particularly in the print sector. A drop of 5.3 percent meant that daily newspapers only suffered single-digit percentage losses for the first time since July 2001. Consumer magazines even managed to break above the zero line and increased by 1 percent compared to the same month last year.
On the other hand, television suffered losses for the first time since June, falling by 4.4%. The death sentences for Tele 24 and TV 3 were already reflected in the statistics. Radio stations also saw their November highs slow down again, although they were still up 5.2%.
Calculated over the whole of 2001, the picture is not quite as terrible as the bad news of the past few months might have suggested. All media together lost a total of 3.0 percent or 121.4 million francs in gross advertising revenue compared to 2000. On the positive side, two media with a high level of income were able to increase their revenues: Television stations gained 5.4 percent or CHF 35.3 million, while posters increased by 4.1 percent or CHF 16.5 million. In addition to these winners, only cinema (up 0.9 percent) and teletext (up 0.2 percent) managed to stay just on the positive side.
The list of losers in 2001 is longer, led by Internet banners, which closed the year with a regrettable 38.1 percent decline. The medium only generated gross revenues of CHF 18.9 million in 2001 - CHF 11.7 million less than in the previous year. Trade journals also fared badly, losing 8 percent of their advertising income. Daily newspapers suffered similar losses: The annual balance sheet shows a drop of 7.6 percent, corresponding to losses of 133.9 million francs. The advertising pie shrank most visibly in this sector.
The last two positive months were not enough for the radio stations to close the year in the green: they lost a total of 3.3% and had to forgo CHF 4.4 million. Consumer magazines only just fell into negative territory with a minus of 0.5 percent. They lost CHF 3.3 million.
Media Focus does not dare to sound the all-clear for the first few months of the new year and predicts that advertising business will remain sluggish.

Bakom Deputy Director Martin Dumermuth on the announced fee-splitting for local televisionThe announced fee-splitting for local television aims to put pressure on broadcasters to come together wherever the structures are too small for several providers. According to Bakom Deputy Director Martin Dumermuth, the aim is to create a more efficient and professional local and regional TV scene.The local and regional TV map of Switzerland will change as a result of the decision on fee splitting, as only ten to twelve stations are to benefit. Is streamlining the goal?
Martin Dumermuth: The Federal Council's decision to award fee money to local and regional television is also linked to the desire for broadcasters to become more efficient. The fact is that the local television landscape in Switzerland today is in part very small-scale. However, local television stations need a certain critical size to be able to operate professionally. Certain structural adjustments will therefore be unavoidable.
But of the 17 or 18 broadcasters today, a whole series will come away empty-handed.
Dumermuth: If you assume that everyone wants to remain independent, then that is the consequence. The aim of limiting the number of licenses to just ten or twelve is to create a certain amount of pressure so that the broadcasters in the region concerned get their act together. Each local television station will have to assess for itself whether it wants to go the whole hog and apply for a license on its own. Then it's all or nothing for them. The other option is to team up with the competition for a joint project. In other words, we expect mergers to take place.
One special feature: the performance mandate is returning. But it should actually have been removed from the law with the current revision of the RTVA. Are you happy with that?
Dumermuth: The performance mandate is the consequence of state subsidies, which are of course only paid in return for a service. In terms of thrust, however, the performance mandate and market requirements do not hurt each other in the local area. On the contrary, they tend to go in the same direction. After all, experience has shown that local and regional TV stations have their niche in the local area.
What will this performance mandate look like?
Dumermuth: It will be a performance mandate focused on the regional area, broadly similar to the current one. At best with a little more substance and more rigorously enforced.
However, it will hardly be possible to ensure that the splitting millions actually flow into the program one day. How can we ensure that the money is not simply used to cover the current deficits?
Dumermuth: On the one hand, we have the aforementioned performance mandate. On the other hand, there are significant improvements in the broadcasters' budgets. One example: Today, I assume average budgets of CHF 5 million per broadcaster - a little more here, a little less there. If we were to award 10 broadcasters an average of CHF 2.5 million, this would result in budget financing of around 50 percent. This would certainly also enable a certain expansion of services.
SRG Director General Armin Walpen called for radio advertising as compensation for fee splitting. What signals are there?
Dumermuth: The Federal Council also discussed this topic on the same day that it announced its plans for fee splitting. It explicitly rejects radio advertising. Although this is not explicitly stated in the media release, the Federal Council has clearly taken a stand in this direction.
Would a new revision of the RTVA be necessary for the introduction of SRG radio advertising?
Dumermuth: No, because the ban on radio advertising is currently laid down in the SRG license and not in the law. It merely states that the Federal Council can ban advertising in individual SRG programs. This means that, in theory, the Federal Council could amend the concession accordingly on its own authority. Interview: Daniel Schifferle

The German public broadcaster ZDF and the Arabic TV channel Al-Jazeera want to work together.News ZDF cooperates with Al-Jazeera
Dieter Stolte, still director of ZDF, and Sheikh Hamad bin Thamer Al-Thani, head of Al-Jazeera, signed a cooperation agreement in Doha, Qatar, which grants both sides access to image, news and archive material.
More news on RTL 2 At the beginning of February, the German private broadcaster RTL 2 will launch the weekly magazine "Das Nachrichtenjournal", which will present political topics from the previous week on Mondays at 00:30 and add service reports. In addition, "RTL 2 News" will be repeated at midnight in future. The state media authorities had repeatedly pointed out to the broadcaster that the information content of the program needed to be increased.
Soccer World Cup ON SAT.1
On February 4, Sat.1 marketer RMB Switzerland opens advertising time sales for the World Cup from May 31 to June 30 in South Korea and Japan. Switzerland will not be taking part, which is why SRG is on the sidelines. However, Sat.1 Switzerland is broadcasting all 64 matches of the sporting TV highlight of the year exclusively in Swiss homes. RMB offers five different booking packages and various sponsorship opportunities.
Le frische Menu With "surprising recipes and interesting facts about people, products and healthy eating", Le Menu is launched on the market with a fresh new look. The magazine from the kitchen of Swiss milk producers is published ten times a year. More information can be found at www.lemenu.ch.

The City Pool now has to feed a member with poor Radiocontrol figuresThe City Pool no longer fulfills its own claim to unite the largest radio stations in the cities of Berne, Basel and Lucerne. Nevertheless, it does not want to change (yet). Pool 2000 is currently benefiting from this, but whether it will still exist in its current constellation in 2002 remains to be seen.The Radiocontrol data for the second half of 2001 brought bad news to City Pool members Basilisk, Pilatus and ExtraBern (WW 3/02). Although the pool was able to gain a total of 7100 listeners, this was only in Basel and Lucerne. In Berne, on the other hand, ExtraBern not only lost 8800 listeners, it also dropped from 14th to 17th place. But that's not all: competitor BE1, previously in 19th place, gained 14,600 listeners and is now in 13th place with 90,200 listeners, which is better than ExtraBern's previous position.
"In May 2001, Förderband changed its name to BE1 at the right moment and launched a new radio station," acknowledges Marcel Geissbühler, Managing Director of ExtraBern. But ExtraBern also relaunched on November 1. "We have changed a lot. And we want to become number 1 in Bern again." ExtraBern will take further measures and develop the market, he said. But what is the USP of the pool, which no longer unites the three largest stations in the three largest German-speaking Swiss cities outside Zurich? "We are still very strong as a pool," answers Geissbühler.
Seven new members want to join Pool 2000
However, Basel and Lucerne are unwilling to comment on the new situation. Pilatus Managing Director Joachim Freiberg only denies that the city pool is shaky. Last fall, the pool members decided not to terminate or otherwise change the pool this year, which means it will remain in place until at least the end of 2003 due to the notice period, he says. The reason: they first wanted to go through two years with the new survey method. In addition, a member would not simply be dropped because of a momentary weakness. "We stick together like in a marriage - in good times and bad," says Freiberg.
BE1 Managing Director Martin Freiburghaus, who had already held talks with members of the City Pool last fall when his success began to become apparent, also received this decision. However, Freiburghaus points out that a change is not a priority for him. On the one hand, because Pool 2000 had always supported the former Radio Förderband in its weak years, and on the other hand, because the current Pool 2000 is still the largest and cheapest, despite losses at Z and BeO. In addition, BE1 would benefit from the new situation in any case: anyone wanting to occupy Bern, Basel and Lucerne would still fare better and cheaper with the Pool 2000 module Basel (Edelweiss and Regenbogen) and with the individual occupancies Pilatus and BE1 than with the city pool.
This is also confirmed by other industry insiders. The City Pool is in a difficult situation, they say, partly because the relaunch at ExtraBern has not (yet) taken effect, but also because the radio station did not want to make any price corrections.
As long as this remains the case, Martin Muerner, Head of Broadcasting at Radio BeO and
He will be a little quieter as Managing Director of Pool 2000 (Hitradio Z, Argovia, BE1, BeO, Edelweiss, Regenbogen, Sunshine, Canal 3). His pool can be terminated at the end of this year, but after that it is fixed for three years. But if the City Pool members really want to keep to themselves, Muerner at least doesn't have to worry about BE1 jumping ship.
However, the situation in Zurich is unclear. Now that Pool 2000 founder Christian Stärkle is at the helm of Radio 24, some things could change, for example to the detriment of Pool 2000 member Z, which has been left behind. An expansion of the pool could also be considered: there have been seven requests for pool membership. However, according to Muerner, this will not be discussed until the summer. Markus Knöpfli

The Champions League of the European Football Association Uefa will also be marketed by Team Football Marketing AG from 2003 to 2006.News Highlight continues in Champions League
The subsidiary of Swiss Highlight Communications AG was successful in a selection process lasting several months. In June, Uefa terminated the contract with Team, which had been in place since 1992, with effect from 2003 and put the commercial rights to the Champions League out to tender again.
No more Espresso Rheintaler Druckerei und Verlag AG (RDV) has discontinued the women's magazine Espresso with immediate effect. The publisher announced that it had not been possible to attract enough advertisers for the niche product, meaning that even after three years, it was still a long way off being in the black. The magazine "for the committed woman" (the subtitle) was aimed at working and self-employed women with articles on business and management. According to a report by Moneycab, RDV is offering subscribers the option of either having the remaining subscription amount paid out or receiving the Tamedia magazine Annabelle in future.
VSGZ media kit published The Association of Swiss Free Newspapers (VSGZ) has published its 2002 media kit. It also offers the study "Niche target groups", which deals with readers of free newspapers only, in particular foreign residents. The VSGZ brings together eight free titles from German-speaking and French-speaking Switzerland. The VSGZ documents can be ordered by calling 01 451 35 00 or visiting [email protected].

Also, as of February 1, Frank Woday will become the new Managing Director Switzerland at Universal McCann in Geneva and Zurich. He also takes over from Christof Kaufmann, who is leaving the company as of February 15, as head of the Zurich office.
"In order to be able to combine his passion, cooking, with his profession," Markus Marchel (40) will end his commitment as advertising manager at the Beobachter at the end of March and move to the Swiss Hoteliers Association as overall sales manager of all publications.
As of February 1, Brigitte Beerli joins the consulting team at Basel-based advertising agency Schneider Berthoud. She was most recently a consultant and member of the management team at John Schmid Werbeagentur AG in Arlesheim BL.
Creative Director Alexander Jaggy is leaving the Zurich advertising agency Jung von Matt/Limmat. His successor has not yet been appointed. Jaggy is still available to the agency until the end of May.
Barbara Heberlein has been the new Product Manager B2B at marketer SevenOne Media Switzerland since the beginning of January. From February, Freddy Berger joins the team as Junior Account Manager. He will work as a customer consultant and in the technology area.
Since the beginning of the year, Josef Trappel has headed the Media & Communications consulting division of the Prognos AG research institute in Basel. He succeeds Klaus Schrape, who passed away at the end of September.
Roger de Weck has been given a new job at Tamedia. The former editor-in-chief of the Tages-Anzeiger (TA) becomes a commentator and columnist for the SonntagsZeitung and the TA supplement Das Magazin.
In spring, Lorenz Hess, currently head of information at the Federal Office of Public Health, will join the communications agency Burson Marsteller as Jean-Blaise Defago's successor.
Rolf Hintermann is leaving the three-man management team of the Zurich-based research firm Publitest, leaving the management to Christina Dietrich and Hannes Steinmann. Hintermann will continue to be available to Publitest in an advisory capacity for individual clients or mandates.
At the beginning of April, Rainer Meier will become the new Head of Corporate Communications at logistics group Danzas Group. He succeeds Patrick Kaiser, who left the company at the end of 2001.
The designated CEO of the Zurich media company Tamedia, Martin Kall, will take office on April 16.
Since the beginning of this year, Madeleine von Arx-Richter has been Managing Director of consulting at the TBWA Switzerland agency.

The Wallisell-based outdoor advertising company Plakatron reports a 12.4 percent increase in sales for the 2001 financial yearNews Plakatron is growing rapidly and steeply
This is mainly thanks to the introduction of the new "Verkehrsachsen frontal" networks, explained Plakatron spokesperson Martin Müller. Online bookings are also popular and already account for 45 percent of Plakatron's business. Müller did not provide any information on the level of turnover. The reported growth is significantly higher than that of the two market leaders: Allgemeine Plakatgesellschaft increased its turnover by 2.2 percent to CHF 254.4 million. Clear Channel Plakanda also did not publish any sales figures this year. For the 2000 financial year, around 90 million francs were reported, resulting in growth of 8.2 percent and around 97 million francs.
AZ cuts jobs AZ Grafische Betriebe AG is rationalizing its customer printing and reducing underutilized capacity in web offset printing. This will result in the reduction of 25 jobs. According to the company, the job cuts will mainly take place in the printing area. After the job cuts, the customer printing division of AZ Grafische Betriebe AG will still employ 100 people.
Beauty has its price Mirror, mirror on the wall: What makes the most beautiful in the whole country? Annabelle has awarded the coveted "Anna's" for the 5th time. A jury tested over 500 new products according to a sophisticated points system. Coco Mademoiselle by Chanel won in the "Fragrances for women" category, Must pour homme by Cartier in the "Fragrances for men" category. Other important "Anna's" went to Mascara, Nivea Beauté, Estée Lauder, L'Oréal, Clinique, Nina Ricci and Dove. Until now, these award-winning products have only been published in Annabelle. An accompanying promotional campaign will be launched at the beginning of February in all Globus stores in German-speaking Switzerland and at First Beauty. The aim of the campaign is to get even closer to readers and consumers.

A flattening of the loss curve in December brings no reliefDecember 2001 brought a slight recovery for advertising statistics and the Publicitas index - the losses were less dramatic than in the previous month. After a promising first quarter, the advertising statistics plunged into a downward spiral that lasted until the end of the year. However, the negative trend slowed slightly overall in December. While the losses in the job advertisements sector increased again in December, swelling to minus 43.5 percent, the commercial sector recovered slightly: newspapers generated only 10.4 percent less advertising volume overall than in the same month last year. With an overall loss of minus 16.9 percent, December was not quite as grim as November.
Accumulated over the year 2001, this results in a loss of minus 10.5 percent in the job sector. The volume of commercial advertising shrank by 8.4 percent for newspapers and 5.6 percent for magazines.
The big losers of the year were the smaller daily newspapers in German-speaking Switzerland with a circulation of less than 10,000 copies: They lost 31.5 percent of their advertising volume. On the other hand, the advertisers were able to improve on the previous year, mainly thanks to the commuter newspapers. While the advertisers in the commercial sector suffered a slight decline of 0.5 percent, they grew by a total of 14.4 percent in the job sector despite an unfavorable second half of the year.
The collapse of the job advertising market hit Suisse romande less hard than German-speaking Switzerland. The small and medium-sized daily newspapers in French-speaking Switzerland with circulations of up to 50,000 copies even managed to make gains in the job sector.
The Publicitas index of the development of advertising expenditure in the daily press slipped in the
The index fell sharply again in December, dropping 1.7 points to 125.5 points. Although the loss was not as drastic as in November, December must be counted among the three worst months of the past year. Over the year as a whole, the Publicitas Index fell by 6.9%, which corresponds to losses of around CHF 160 million.
The index of job advertisements fell by 8.9 points to 289.9 points in December, which is still the best result in the last four months of the year. Over the year as a whole, the job index fell by 9.4 percent, which corresponds to around 60 million francs. Bruno Amstutz